One of the country’s most trusted financial institutions, our client, offers a wide range of banking products and financial services for corporate and retail customers.
On the occasion of the 75th anniversary of India’s Independence, this financial institution wanted to recognize the contribution of the Indian army.
The financial institution decided to create a special limited edition debit card for their special account, available for a discounted price of Rs. 99/- (for the physical card) instead of Rs. 299/- and this amount of Rs. 99/- was committed to the children of martyred soldiers.
We developed the microsite for this campaign where citizens could apply for 811 accounts, and also share video messages for the armed forces. We also collected photo/video/text messages from social media channels and showcased them on the microsite.
For the creative execution, the campaign was launched with a print ad and a video message from Gaurav Kapur urging others to share their message as well. Videos were also collected from offline kiosks set-up by the financial institution and were pulled to the microsite as well. After the month-long campaign, the videos were combined into an e-Book to sent to the armed forces.